Determinants of Intention to Forward Online Company-generated Content via Facebook

Mahmoud Yasin, Lucia Porcu and Francisco Liébana-Cabanillas
Additional contact information
Mahmoud Yasin: Department of Marketing, Arab American University, Palestine, Jenin,
Francisco Liébana-Cabanillas: Department of Marketing and Market Research, University of Granada, Spain

International Review of Management and Marketing, 2019, vol. 9, issue 3, 148-157

Abstract: The aim of the present study is to analyze consumer intention to forward online company-generated content (CGC) from the retail banking sector via Facebook, the leading social network, based on a) the mediating effect of attitude to forwarding online CGC on the relationship between brand experience and the intention to forward online CGC and b) the mediating effect of Facebook perceived usefulness on the influence of subjective norms and source trustworthiness on the intention to forward online CGC. A sample of 404 users was recruited, and data collected by means of questionnaires distributed via email and personal interviews. The dataset obtained was analyzed using Structural Equation Modeling. The findings demonstrate the mediating effect of attitude as the main antecedent of intention to forward online CGC. Relevant scholarly and managerial implications are drawn for financial entities and the agencies that provide them with corporate and marketing communications services.

Keywords: Company-generated content; brand experience; trustworthiness; subjective norms; perceived usefulness (search for similar items in EconPapers)
JEL-codes: C12 M15 M31 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/7988/pdf (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/7988/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2019-03-18

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().